Known the world over as being the cultural epicentre of the Kingdom of Saudi Arabia, Diriyah is a historic city that, dare we say, is only getting better with age — this is not so much a statement, but more a fact. Thanks to the many changes spearheaded by Jerry Inzerillo — Group CEO of Diriyah Gate Development Authority, Diriyah will not only continue to act as a symbol of Saudi pride, unity, and identity, it will help to generate billions to the Saudi economy and attract millions from across the globe.
With a mission of preserving the city’s rich culture and heritage, some of which are depicted in the pages that follow, it is clear that Diriyah is not just a destination — it is a community that aims to be ready for tomorrow, while living in the very best present and honouring the memories of the past.
To better understand the landmark that was once home to the First Saudi State, Arabian Business Traveller sat down with the American hospitality visionary, who shared his plans for Diriyah’s future, the need for authenticity, and his mission of making Diriyah a world–renowned destination to live, work, and visit.
Diriyah is known as the birthplace of the First Saudi State. Can you speak to the historical significance of this site and its role in shaping the country’s identity and culture?
Diriyah is the historical heart of the Kingdom of Saudi Arabia. The birthplace of the First Saudi State and the ancestral home of the House of AlSaud . For three hundred years, the city has been the cultural epicentre of The Kingdom.
As the capital of the new state, Diriyah grew to become a cosmopolitan hub for intellectual exchange and enquiry. Artistic expression flourished in the production of exquisite Islamic manuscripts, the mudbrick architecture of At–Turaif, and in all parts of historic Diriyah. In this expression, the roots of the modern Saudi society that we see today — its customs, traditions, and values, can be traced here.
But as with all stories of perseverance, the people of the new nation faced an immense challenge. In the early 19th century, the Ottomans sent an aggressive punitive expedition into Arabia. In Diriyah, they found and destroyed a nascent flourishing nation. But in the aftermath of the destruction, the resilience and agility demonstrated by its people under the leadership of the House of AlSaud meant that within six years, they had established the Second Saudi State and preserved their culture and way of life.
Diriyah is far more than just a development. At every stage is a historical tale of kinship, perseverance, and growth that has defined the city and The Kingdom for over 300 years. Diriyah is a symbol of Saudi national pride, identity, and unity — which makes this development one of seismic significance, and we are all honoured to be a part of it.
What is the importance of the Diriyah development to Saudi Arabia’s cultural development?
Saudi Arabia has a very rich and rooted history. Vision 2030 is acting as an engine for creativity in the cultural and art scene across the Kingdom. Diriyah showcases this rooted heritage, while nurturing the traditions and local talent that remain at the core of its identity. Educational programs, scholarship opportunities, and professional development, with various community–oriented programs, are giving support to all who need it through the work of Diriyah Company.
We have hosted events that are bringing together the Kingdom’s greatest artists and cultural contributors. These include Saudi Arabia’s first Contemporary Art Biennale, which featured the works of over 60 international and 27 Saudi artists to the Saudi Design Festival, which was a three–week event that showcased the talent of local Saudi designers through deep–dive discussions and design thinking workshops. In addition, Diriyah Art Futures, Saudi Arabia’s first dedicated centre for digital arts, which provides a space for interaction between local and international scientists, creatives, intellectuals, and entrepreneurs, is due to be completed this year.
It’s worth noting that in 2021, Diriyah was also chosen by the Arab League Educational, Cultural, and Scientific Organization (ALESCO) as the Capital of Arab Culture, demonstrating the cultural reputation that Diriyah has already reached. We have so much more to come in the future, and I can’t wait to see the incredible cultural contribution that Diriyah will make to the whole Kingdom.
Why did you feel you were the right person to lead the Diriyah development?
To be offered the once–in–a–lifetime opportunity to be the Group CEO of Diriyah Company was a great personal and professional honour for me. It has been an incredible journey, and I feel privileged to have a role in forging the next chapter of this magnificent city. I have had more than five decades of experience, championing the global hospitality sector and its people, but the opportunity to lead a team in opening such a magnificent cultural icon like Diriyah to the world was the pinnacle.
Our mission is to turn the historic city of Diriyah into one of the world’s great gathering places. With the UNESCO World Heritage Site of At–Turaif at its heart, it is set to become Saudi Arabia’s most iconic lifestyle and tourism destination. I’m thrilled to be a part of it.
What was your vision when you joined Diriyah, and how does that compare to now?
The possibilities at Diriyah are immense, and it’s all thanks to the vision of His Royal Highness Crown Prince Mohammed bin Salman. When he graciously asked me to join the Diriyah Company, The Crown Prince told me to go and get the finest minds in the world. And we did just that — from culture and heritage to design and architecture, we have brought together the very best from the Kingdom and across the world.
We have already achieved some really important milestones with our first permanent openings, and we are now beginning to welcome visitors and host events. Diriyah has always been a gathering place for the Kingdom and the world, and we are working to elevate it even further. We are still only in the first phases of this journey, and the vision and aspirations for Diriyah will only continue to grow.
How are you working to preserve and honour the historical legacy of Diriyah while also developing it as a modern tourism destination? What challenges have you faced in this balancing act?
Diriyah is the City of Earth. Its mudbrick Najdi architecture is a jewel in the cultural
crown of Arabia. For over 300 years, the House of AlSaud has helped to make Diriyah a
renowned gathering place at the heart of the Arabian Peninsula. Now, Diriyah Company
is driving forward the incredible Diriyah masterplan in the hopes of transforming the
city into a gathering place for the world.
The vision for its future is simple — it will be the premier destination to live, work,
visit, shop, dine, and to celebrate the wonders of the Kingdom’s rich heritage and culture.
To achieve this, we have embarked on a mammoth 14 square kilometre development.
First and foremost, our goal is to protect and celebrate the distinctive character, culture,
and traditions of Diriyah. In a wider national and international context, we are forging a new city that will create 55,000 jobs for the Saudi economy, and we are aiming to attract 27 million visitors a year by 2030. Both of these missions align with key pillars of the Vision 2030 program. As the first of its giga–projects to open physical assets — we are lighting the way.
We began by restoring and reopening the very heart of Diriyah. An example of this
being the work that we did on At–Turaif, the UNESCO World Heritage Site that housed
the seat of government for the First Saudi State. For the project, we worked with the very
highest international preservation standards and have since opened the magnificent site
to allow for visitors from across the globe to marvel at its magnificent architecture and
Najdi design. It is this design that has inspired the entire development, and it is at the core
of Diriyah’s cultural offering.
As we move forward with the development towards achieving our goals, Diriyah will
never look or feel like a “futuristic” city. It is the root of Saudi Arabia’s modern society.
The foundation of its uniqueness and value, to both The Kingdom and the world, is its
authentic and storied architecture and landscape. From the beginning, there was never
a question of trying to change Diriyah. Our goal was, is, and always will be to enhance
the lifestyle offering of the city. This is how the next chapter of Diriyah’s long story will
be told — embracing the lessons of the past and intertwining it with the best of what we
have on offer today and tomorrow.
How do you hope that Diriyah will contribute to a greater understanding and appreciation of Saudi Arabia’s rich history and cultural heritage?
One of the things that struck me most when I first arrived in the Kingdom, was the people.
Their kindness, warmth, and welcoming nature are unlike anything I have ever experienced. I have lived in many countries and worked with many people, but there is something special and unique about the people here. Diriyah is a catalyst of these qualities. Its history is the history of the Saudi people. Its values are the values of the Saudi people.
Today, Diriyah is open and welcoming guests from across the Kingdom, the GCC, and
the world with our first physical offerings; At–Turaif and Bujairi Terrace. All of this, along
with the myriad events that we have already hosted, are restoring Diriyah to its centuries–old position as a global gathering place, while also showcasing Saudi’s rich culture
and heritage to the world.
What differentiates Diriyah from other tourism and development projects in the region?
Diriyah is far more than a tourism project. Centred on the UNESCO World Heritage Site of At–Turaif, which has formed the heart of the Kingdom of Saudi Arabia for almost 300 years — Diriyah combines history, heritage, and traditions with the best in food, hospitality, and day–to–day living. It offers unparalleled luxury and a quality of life that will see it, upon completion, become the Middle East’s premier cultural, lifestyle, and hospitality destination.
In 2019, Saudi Arabia’s Vision 2030 strategy opened the Kingdom to tourism for the first time. Since then, the progress has been breathtaking. In just four years, and despite the Covid–19 pandemic and the global disruption it caused, tourism has grown to contribute 3.2 percent to the country’s GDP. By the end of the decade, it will be 10 percent — Diriyah plays an important role in this growth.
As one of the first giga–projects to open physical assets, begin welcoming visitors from around the world, and host international events — we are a catalyst for the success that Vision 2030 is already bringing to the Kingdom.
As a PIF portfolio project, we are supported by one of the world’s fastest–growing sovereign wealth funds and have an incredible $63.2 billion investment pipeline that will deliver the Middle East’s premier cultural, lifestyle, and hospitality destination. Our investment pipeline will see Diriyah become a world–leading cultural destination that offers a quality of life and experience that is unrivalled, not just in the Middle East but in much of the world.
What measurements of success do you use for Diriyah?
I think there are two main areas in which we judge and measure our successes. The first being the actual delivery of assets, which I have already spoken about. The second is building the best possible community.
Any development or project of this size, especially one that deals with such a precious and treasured history, has many challenges and requires a great amount of care. We have a huge range of individual and joint ventures under development at the same time, which all require meticulous oversight and management. To deliver this extraordinary development within the context of a residential area like Diriyah, we have established a series of initiatives that minimize the impact on the local community. These include park–and–ride strategies for workers, prioritization of bridges, and traffic management plans, which aim to ease congestion and reduce transport challenges. Our goal is to allow all those who live in Diriyah to continue life despite the development works.
From a workplace perspective, we recently celebrated 30 million man–hours across Diriyah Company. We were ranked in the Top 10 Best Places to Work in Saudi Arabia in 2022, after being recognized for the second year in a row. In September 2022, Diriyah was also named the best place to work in Asia. Another great testament to the success of our operations was receiving the International Safety Award with Distinction from the British Safety Council for the Bujairi Car Park, which was one of our first delivered assets.
This and other accolades recognize the enormous effort and careful planning that we have undertaken to manage this project in the most effective way possible. We are constantly seeking new ways to improve and will continue to do so throughout the entire development process.
Can you speak to the importance of sustainability and environmental responsibility in the development of Diriyah? How are you working to ensure that the project is environmentally sustainable?
We are committed at all levels to sustainability best practices and always look for ways to improve and capitalize on new developments to further that commitment. This has been recognized from a sustainability certification standpoint, as Diriyah Company has been awarded the internationally renowned USGBC LEED precertification at platinum level. Additionally, we have enrolled in Saudi Arabia’s very own sustainability certification program: MOSTADAM, which is directly linked to achieving the Vision 2030 objective of improving the quality of life for all Saudis.
Across Diriyah, neighbourhoods will feature a diverse mix of everyday and unique offerings, ensuring that there are vibrant streets, plazas, and walkways. All while providing easy walkable self–sufficiency within each residential neighbourhood. This pedestrianized living is rooted in the way of life that has existed here for the past 300 years, and it also contributes to reducing emissions with fewer cars and less travelling required in our day–to–day lives.
The first phase of the Diriyah Company’s masterplan will be built entirely in the Najdi architectural style, which makes use of locally sourced materials, such as mud, stone, and palm wood. These materials are key to the identity and fabric of the local area — the development is guided by their use in the UNESCO World Heritage Site At–Turaif. Diriyah is a gathering place and a “city of earth”. With such a deeply rooted history and connection to the Kingdom — sustainability and the preservation of its identity and natural environment is the very heart of what the Diriyah Company does.
What sort of impact has Diriyah Gate had on the local economy? How have you partnered locally?
The development of Diriyah as part of Saudi Arabia’s Vision 2030 strategy is transforming the local economy. Whether partnering with 38 of the world’s most renowned hotel brands, opening four Michelin–starred restaurants, or attracting what will be 400 of the world’s most luxurious international fashion, entertainment, and retail brands — the world is coming to Diriyah.
On a local and national level, the Diriyah masterplan is creating thousands of jobs and bringing together businesses and experiences across the Kingdom. By 2030, 55,000
permanent jobs will have been created, and Diriyah will contribute US$7.2 billion to the
Saudi economy.
One excellent example of Saudi partnerships is the local restaurant offerings at Bujairi Terrace. Two examples of this being MAIZ, which offers authentic Saudi food from each
of the Kingdom’s 13 provinces, and TAKYA, which is the first Saudi–owned fine dining
restaurant that serves Saudi cuisine.
Diriyah Company is working tirelessly to deliver a development that will make Diriyah a leading destination for living, working, and visiting. The local economy is booming,
and it is only the beginning.
Talk to us about your views on Saudi Arabia’s goal of becoming a tourism hub under the Vision 2030 agenda.
Vision 2030 is one of the most ambitious and innovative development agendas in the world. It is transforming the Kingdom into an economic, social, and cultural powerhouse that will lead the way globally in many other sectors.
In the case of Diriyah, tourism’s role in that vision is crucial. By the end of the decade, 10 percent of Saudi Arabia’s GDP will be derived from tourism, and the industry will have created countless jobs for Saudis nationwide. With 100 million annual visitors and some of the world’s leading destinations, Saudi Arabia will have one of the most varied, unique, and remarkable tourism offerings on the planet.
In 14 square kilometers, Diriyah Company is driving forward the Diriyah masterplan that will deliver the Middle East’s foremost cultural and heritage destination. With 27 million annual visitors, 55,000 jobs, and as home to a community of over 100,000, Diriyah is a beacon of ambition and Saudi identity.
As tourism develops, so does the nation. Diriyah’s quality of life, job opportunities, and community engagement are being enhanced to a level that will be unrivalled anywhere in the Middle East and will be amongst the best in the world.
What role do you see technology and innovation playing in the growth and development of Saudi Arabia’s tourism industry? How have you leveraged these in Diriyah?
Technology is key to delivering the best experiences and connectivity in the modern world. Whilst Diriyah is not an ultra–modern smart city and will never look like a futuristic metropolis, Diriyah Company is nonetheless utilizing state–of–the–art construction technologies across the development.
We are fully incorporating digital infrastructure into our processes to maximize efficiency. Mixed–use building and our “Wise City” approach allows for the future integration of technology and changes in building designation or use, which is ensured by the usability and flexibility of our designs.
Developing a city like Diriyah is not just about building for the next 50 years — we want our buildings to be around for the next 300 years of its history. That doesn’t mean jumping on every trend and latest technology. Instead, we are building to allow for repurposing and change in use. The best districts globally see their buildings change — think a shop today, a home tomorrow, and an office in the future.
How would you describe your leadership style as Group CEO of Diriyah
Company? What principles and values guide your management approach?
The answer to this is simple. I always say, “one family, one Diriyah”. We are all a part of one of the most incredible development projects in the world, and we are working to preserve a part of the nation’s history and showcase it to the global community. It is a huge privilege and honour.
As the Group CEO of Diriyah Company, it is my job to inspire and lead our team in our mission to elevate Diriyah to be one of the world’s most renowned culture and heritage destinations to live, work, and visit.
Diriyah Company and our work is guided by many principles and values, but for me, there are a few key ones; community, sustainability, and authenticity.
As I previously said, Diriyah is a community. Our residents — all 100,000 of them, are the core of our identity. Their values, traditions, and ways of life are what make Diriyah, Diriyah. In all that we do, we prioritize Diriyah’s residents, as well as the reality of living and working in Diriyah.
Second, sustainability is at the core of everything that Diriyah Company does. We are working every day to preserve and enhance the natural environment that surrounds Diriyah. After all, Diriyah first flourished as a product of geology and geography. It was a fertile farmland surrounding the banks of the valley of Wadi Hanifah. Its role of being a source of food, water, and shade is what attracted and protected its first inhabitants amongst the harsh Arabian desert climate. Protecting this environment is key to preserving Diriyah.
Finally, authenticity is essential. Diriyah is a Saudi city. It is not a copy–paste modern metropolis future–city that comes from nowhere. Hundreds of years of history and the story of a nation are contained here. Blending community, sustainability, and modernity in a way that preserves its authentic identity and culture is pivotal to our mission, and to the vision that guides the Diriyah masterplan.
What sort of team culture do you cultivate within Diriyah Company? How do you promote collaboration and innovation among your employees?
We have built an incredible team of people at Diriyah Company. From tourism and hospitality to retail and construction, and innovation — we are leading the way in cultural development.
Diriyah is a family. I always say that there is “only one Diriyah”, and it’s true. From being ranked in the Top 10 Best Places to Work in Saudi Arabia in 2022 for the second year running to being named the best place to work in Asia in September 2022, we have built a workplace and culture that we are all immensely proud of.
With over 30 million man–hours and a thriving work environment, Diriyah is a place for innovation, community, and creativity. The organisation comprises of Diriyah natives, Saudi locals, and people who are united towards building a community that is ready for tomorrow.
We are all extremely humbled, proud, and privileged to have been a part of the development so far. We are energized, excited, and enthusiastic about all that is to come.
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